November 06, 2016

Neiman Marcus Sells Out Of Collard Greens At $66 A Pop

We keep reading about "economic headwinds" and "warmer-than-normal weather" and "The Election" and a "competitive environment out there" ... right?

And then somebody is selling Collard Greens at $66 a pop.

Here's the thing. The article says they "sold out".

The article does not say if there were 1,000 units or 100,000 units available ... and that's the important thing here ... by limiting the inventory assortment they sold out, and by selling out, they generated "free marketing" via word of mouth.

The omnichannel experts told you to have an endless supply of commodity merchandise available in all channels. And while that theory was being built out, the narrative flipped - and now you need to carry interesting stuff in limited quantities, forcing the customer to act right now.

Kevin Hillstrom

Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

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